Enhancing Helping Behavior : An Integrative Framework for Promotion Planning

Charitable organizations play a vital role in society, as evidenced by their enormous economic and social impact. Yet, for many of them, soliciting adequate resources to carry out their mandates is a continuing struggle. Confronted with a growing need for their services, fierce competition from other charities and shrinking support from government agencies, charities may turn to marketers for help in developing effective promotional strategies. Unfortunately, marketing literature is unable to provide meaningful guidance because scant research attention has hampered a fuller understanding of why people help. A study integrates relevant research in marketing, economics, sociology and social psychology to advance theoretical understanding of helping behavior. In addition, research propositions regarding specific promotional strategies that charitable organizations can employ to elicit help are presented